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Polar Mobile introduces mobile advertising service

Toronto-based Polar Mobile has launched a new mobile advertising network aimed at ad agencies and marketers. Users will be able to advertise on the properties of publishers including Condé Nast, The Hockey News, Canadian Living, NHLPA, Elle and the Wall Street Journal. The inventory is divided into content categories such as news, sports and lifestyle. The service supports banners and rich media ads on devices running Apple, Android, BlackBerry and Windows operating systems. It also makes use of third-party reporting. "We are building on the success of our publishing platform and now helping our customers monetize premium mobile inventory," said Kunal Gupta, CEO of Polar Mobile. "Smartphones and tablets have changed the way media is consumed and we recognize the opportunity for brands to reach and engage new audiences. Hundreds of premium publishers work with Polar and, long-term, we plan to leverage robust analytics from our software platform to provide brands with better intelligence on the audiences they are reaching through their mobile marketing efforts."

In related news, Jeff Anderson has joined Polar Mobile as vice-president of media sales. He has previously worked for AOL, Microsoft, Canwest and Pattison.